Kwik Save has launched an own-label range that will span 2,000 lines.
The Somerfield-owned chain will start with 140 lines, introducing the rest of the range gradually across the 680-strong chain by November.
Managing director Robin Whitbread said: 'It will provide our customers with a diverse range of quality products at the prices they have come to expect.
'It also substantially broadens our offering, as we now have big brands at low prices, an excellent cheapest-on-display range along with a high quality own-label range.'
Kwik Save launched a budget own-label, Simply, earlier this year. It has generated comparative sales uplifts of 30 per cent.
Kwik Save is attempting to rebuild itself as the leading discount grocer, but has been under pressure from the likes of Lidl and Netto.